Teads delivered best in class Attention for Kenvue’s top brands in Poland in a groundbreaking Cross - Platform Attention study

November 2023: In a groundbreaking measurement study completed for Kenvue in Poland, for their category leading brands, Teads leveraged Lumen’s machine learning algorithm (LAMP) to measure the users’ Attention on Teads and leading digital platforms. The results positioned Teads strongly ahead of social media platforms in terms of capturing the users’ Attention and competitive costs across all channels.

Key Learnings:

During the first measured campaign, Teads delivered 8.5 times higher levels of Attention per thousand digital impressions (APM) compared to social platforms, with 32% more efficient cost per attentive impressions. At the same time, Teads rivaled video platforms in Attention metrics.

The same strong performance was observed in the second measured campaign, where Teads outperformed social platforms achieving over 4.8 times higher Attention levels with more efficient cost per 1,000 impressions.

“Using our strategic partnership with Lumen Research and their unique technology that measures the Attention in real time for digital campaigns, we have enabled our clients to easily and quickly measure and then compare the level of users’ attention achieved across different media platforms. This opens up huge opportunities for our clients and agency partners to optimize and manage the effectiveness of their online campaigns,” commented Katarzyna Kabiesz, Head of Insights CEE at Teads.

What is Attention measurement in digital?

The Lumen Technology allows verification of users’ Attention level of a live campaign providing marketers a better understanding of the levels of Attention delivered by their digital campaigns as well as indicate optimization opportunities. While Viewability tells whether digital ads have the opportunity to be viewed (according to the Global standards defined by IAB), Attention tells us whether ads are actually seen by users (‘eyes on the ads‘). As a result, Attention predicts business success much better than Viewability.

However, until recently Attention measurement was not available for live digital campaigns; Teads is the first media advertising platform to integrate LAMP Attention reporting natively into their Teads Ad Manager (TAM) media buying engine, making it available for free to all interested partners.

Methodology for measuring Attention across multiple digital channels:

The same LAMP algorithm can also be used to estimate the Attention KPIs across digital platforms, including Walled Gardens (Facebook, Instagram, Pinterest, Tik Tok, Youtube etc.). As these platforms do not accept campaign tagging, campaign data is ingested manually for each platform and processed by Lumen Research. The resulting Attention metrics can be compared across platforms enabling advertisers to drive relevant learnings and insights on how to allocate their budgets in the most effective way delivering better business outcomes.

According to Maria Kuc-Jędrzejewska, Senior Media Manager CE at Kenvue, “This fruitful collaboration with Teads reaffirms our dedication to testing new measurement solutions when it comes to advancing our understanding of digital advertising, while crafting substantial and valuable experiences for the end users of our brands”.

In a dense digital space, it’s not about sheer reach but meaningful engagement. With direct access to 3,000+ premium publishers and 15,000 sites, Teads champions attention metrics, ensuring your brand thrives in quality environments while benefiting from superior contextual targeting and performance.

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